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LinkedIn Ads emerges from beta with enhanced targeting

Published on January 26, 2011.

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Mountain View, Calif.—LinkedIn Ads, the professional social network's self-service pay-per-click text ad service, has emerged from its beta phase with some new tools that allow advertisers to target LinkedIn members by up to 100 exact job titles, company name and their participation in LinkedIn Groups.

The new capabilities add to previous options, such as targeting by geography, job function, industry, company size, seniority, age and gender. According to LinkedIn, customers that have launched campaigns with the newly available targeting options report click-through rates three to four times higher than those for other campaigns.

Among LinkedIn's big advertisers are American Express Co. and Hewlett-Packard Co.

The new LinkedIn advertising capabilities come as the company, locked in a battle with Facebook and Twitter for advertising dollars, is preparing to go public.